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Some of the path breaking commercials that Alzner showed were that
of the television series ER, Channel 4, BBC, BBC Radio, Reality
TV, Discovery Channel, HBO and the spot for the Canadian VJ hunt.
Last year for the first time the Promax conference was held in
Russia. Alzner said, "Russia is a place where there are more
than 600 hundred television channels and the Russians still tend
to make promos ranging from 60 seconds to two minutes. They also
try to be funny." Some of the top rated commercials that she
showed from Russia were that of the Oscar Awards party promo, the
Basic Instinct talk show, UEFA Cup, Turner Classic movies
promotion, TNT Original Drive-in Classics, the Jerry Springer
Show, National Geographic Channel, Disney Channel, History Channel,
VH1 and HBO.
A few European promos shown were that of Sky Cinema and a few trailors
from Czechoslovakia and Spain. Also interesting was the promo for
an Indian movie Dil Se in Denmark which showcased the famous
train dance and song sequence by Shah Rukh Khan and Maliaka Arora
Khan. Another interesting promo was that promoting comedies on a
channel, the basic premise of which was the use of sound which was
hilarious to say the least.
Another promos that was shown was the Gold award winning promo
for best animation of the kiddies channel Cartoon Network.
Alzner wrapped up the session by showing some great public service
announcements that had won accolades at the Promax awards. These
comprised the Discovery Health promo that was in the protest of
breast cancer where 1500 women walked in their bras. The second
was that of Disney Channel wherein four kids were persistently telling
their dad that they wanted him to get the channel from the cable
operator so that they could see it. And humorously done it was -
pester power at its best. Another one was that of the famous television
show Everyone Loves Raymond which had the tag line - 'In
a world where people don't know divorce exists'. The last
one was that of Sony Entertainment Television which had attitude
personified with the tag line '100 per cent Attitude'.
All in all, a great session and a good way to end the two-day conference.
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